Outdoor clothing and activewear retailer Ellis Brigham has worked to improve its omni-channel delivery operations and post-purchase experiences, cutting Where is My Order (WISMO) complaints by 14 per cent.

The mountain sports brand operates a network of 15 stores across the UK, as well as its growing online channel. It aims to supply outdoor enthusiasts with high-quality equipment, from mountaineering to trail running, skiing and snowboarding.

As part of its recent digital transformation, Ellis Brigham re-platformed to Centra and implemented Ingrid’s all-in-one delivery suite. It aimed to enhance experiences for customers while streamlining operations, as it optimised new fulfilment channels.

“It’s unacceptable to not be able to offer choice and communication,” Mark Oldham, head of operations at Ellis Brigham, commented. “One bad delivery and you’ve lost a customer, the customer lifetime value hinges on it.”

Delivery now plays a critical role not only in conversions but also across repeat purchases and loyalty, according to new research by Ingrid. It found two thirds (65 per cent) of shoppers say loyalty is now won or lost on delivery experiences.

Ellis Brigham has therefore increased its shipping options and implemented clearer fulfilment windows and timelines. It also opened up delivery personalisation, offering customers dynamic delivery fees, based on their loyalty tier or purchasing history.

Meanwhile, integrating real-time stock visibility within the Ingrid platform also improved the speed and accuracy of its Click-and-Collect offering. This also helped to streamline Ellis Brigham’s Ship-From-Store capabilities, aligning its inventory pools across stores and Distribution Centres.

By automating order picking based on omnichannel product availability, fulfilment speed and cost, Ellis Brigham was able to reduce Ship-From-Store delivery times from up to 10 days to offer express delivery options.

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